It may prompt some spluttering from the Pimms and cucumber sandwich brigade. But after a winter of negative headlines off the pitch and indifferent performances on it, the England and Wales Cricket Board has vowed to embrace Twitter, Facebook and other modern marketing tricks as part of a drive to expand the appeal of the sport during what will be its busiest summer ever.As the new county season starts today, the ECB has promised to fight the all-consuming popularity of football by taking advantage of a summer where there are no major international football tournaments to reach a wider audience and encourage newcomers to sample the sport. There is more at stake than simply boosting attendances. The ECB executives, criticised over their links with disgraced Texan billionaire Sir Allen Stanford, are hopeful that a successful summer will redeem their reputations, set the tone for a five-year strategic plan, and provide a new direction for a sport in flux.
http://www.guardian.co.uk/sport/2009/apr/15/ashes-twenty20-cricket-lords-icc-ecb
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